While Google remains a dominant player, platforms like YouTube and TikTok are emerging as go-to search engines, especially among younger audiences. People are increasingly searching for answers in video form, bypassing traditional text-based content. This shift presents a huge opportunity for businesses to create searchable video content that meets their audience’s needs while boosting their SEO game.
Why video is taking over as a search tool
When given the choice between watching a quick video or searching through copy on a website, most people gravitate towards video. It’s faster, more engaging, and often provides clear, step-by-step demonstrations that text alone can’t deliver. This trend is especially pronounced among Gen Z and Millennials, who are increasingly using platforms like TikTok and YouTube as their go-to search engines for everything from cooking tips to product reviews. These audiences value video content for its relatability, authenticity, and bite-sized format. Additionally, search engines like Google now prioritize video in search results, frequently showcasing videos prominently on results pages, giving your content a better chance of being discovered compared to traditional blog posts.
What types of videos should businesses create?
If your business wants to stand out, creating content that answers questions your audience is actively searching for is key. Here are some ideas:
How-to videos
These are some of the most searched-for types of content. Whether it’s “How to fix a leaky faucet” or “How to choose the right pair of running shoes,” how-to videos demonstrate your expertise while solving a problem for the viewer.Example: A local bakery could create a video titled “How to Frost a Cake Like a Pro” to showcase their skills and promote their cake decorating classes or products.
Product tutorials and reviews
People often search for reviews or tutorials before buying a product. Creating content like “Unboxing and First Impressions of [Your Product]” or “How to Get the Most Out of [Your Service]” builds trust and helps prospective customers make informed decisions. Example: A software company could produce a tutorial titled “5 Hidden Features of [Your App].”
FAQs (Frequently asked questions)
Turn your customer FAQs into short, engaging videos. This not only helps existing customers but also attracts new ones searching for similar queries.Example: An insurance agency might create a video answering, “What’s the Difference Between Comprehensive and Third-Party Car Insurance?”
Behind-the-scenes content
Audiences love to see the human side of businesses. Videos like “A Day in the Life at [Your Business]” or “How We Make [Your Product]” build relatability and trust.Example: A coffee shop could film “How We Roast Our Coffee Beans.”
Case studies and success stories
Share your customers’ success stories to inspire trust and provide proof of your product’s effectiveness. Example: A marketing agency could showcase “How We Helped [Client Name] Triple Their Website Traffic.”
Trends and hot topics
Leverage current events, industry news, or viral trends to create timely content that aligns with what people are already searching for. Example: A fitness brand could post “Top 3 Fitness Trends to Watch in 2024.”
How to optimise videos for searchability
Creating great videos is only part of the equation; crafting titles that your audience is actively searching for is just as important. A well-optimised title can significantly increase your video's visibility, ensuring it appears in relevant search queries and attracts the right viewers.
To start, consider the structure of your titles. Effective video titles often reflect the way people phrase their searches. Questions like "How to…", "Why does…", or "What is…" are particularly popular because they align with common queries on platforms like YouTube, TikTok, and Google. For example:
Instead of a generic title like “Baking Tips,” use “How to Bake Fluffy Cakes Every Time.”
Swap a vague title like “Fitness Advice” for “Why Do Push-Ups Help Build Muscle?”
Replace “Gardening Tips” with “What Is the Best Soil for Indoor Plants?”
Titles framed as questions or solutions tend to perform better because they promise specific answers or results, making them more clickable.
Additionally, be mindful of keywords your audience is likely to use. Tools like Google Trends, AnswerThePublic, and even YouTube's own search suggestions can help you identify popular phrases and topics. Incorporate these into your titles naturally, so they remain appealing and relevant to viewers.
Finally, keep your titles concise yet descriptive. A title that is too long may be truncated in search results, while a short, engaging title like “How to Grill the Perfect Steak” clearly communicates the video’s value without losing attention.
By crafting titles that mirror your audience's search habits, you can ensure your videos are not only discoverable but also compelling to click.
The SEO benefits of searchable video content
Including video content on your website can significantly boost your search engine optimisation (SEO) efforts. Videos not only enhance user engagement but also provide distinct advantages that can help your site perform better in search rankings.
Firstly, search engines prioritise websites with video content, often considering them more valuable and engaging than text-only pages. This preference can help your site climb higher in search results, making it easier for potential customers to find you.
Additionally, videos increase the amount of time visitors spend on your page, a metric known as dwell time. Google and other search engines view longer dwell times as a sign of valuable content, which can positively impact your rankings.
Finally, videos are inherently more shareable than text-based content. They are more likely to be shared on social media platforms, expanding your reach and driving additional traffic back to your site. This combination of improved rankings, longer dwell times, and increased sharing potential makes searchable video content a powerful tool for enhancing your SEO strategy.
Why now is the time to invest in video
The shift toward video as a primary search tool isn’t just a trend - it’s the future of content marketing. By creating videos that answer your audience’s questions, you position your business as an authority, build trust, and ensure you’re meeting your customers where they already are.
Ready to create video content that answers your audience’s burning questions? Contact us today, and let’s bring your searchable content strategy to life.
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